About ABF, Inc.

Marketing 101: Effective Landing Pages

For small businesses, large companies and professional individuals, staying ahead on marketing tactics is an important component in growing an organization. One such marketing tactic is the popular use of landing pages. When visitors go to a website, they can oftentimes feel overwhelmed and lost with all of the different options; however, with the use of a landing page, website visitors come through a variety of different sources for one specific reason.

Unlike a typical homepage, landing pages are a separate component of a website, and prompt visitors to take a specific action, such as trying out a new service or signing up for an email list. Therefore, landing pages are a critical part of a marketing strategy because of their targeting and lead generation capabilities. When it comes to building strong landing pages, there are vital components. In today’s lesson of Marketing 101, learn how you can create effective landing pages.

Clean Design
With web content in general, a clean design tends to be the best design. However, with landing pages in particular, a clean design is most often preferred. When visitors come to landing pages, they expect to be guided from Point A to Point B quickly and efficiently, without feeling overwhelmed by too many colors or information. Your goal with a landing page is to create the easiest experience possible for your visitor. Making sure to keep the design crisp and neat will help drive visitors through the landing page and help improve lead conversion rates.

Consistent Messaging
Messaging is a vital part of your landing page; after all, your goal is to get visitors to act, right? Therefore, consistent messaging matters. From the advertisement, to the headline, all the way through the copywriting, consistent messaging is vital. For example, if your advertisement says, “Stay up to date with our latest news!”, that same information should be included in the headline of the landing page, then throughout. Using the same language throughout a landing page creates a predictable and relevant user-experience, helping visitors stay on track easily.

Emotional Content
As most marketers could probably tell you, human beings tend to be driven more by emotion than logic. We tend to do what feels like the right decision, not necessarily what is the right decision. Keep this in mind when drafting up the content for your landing page. Spewing facts and information can definitely be helpful for visitors, but oftentimes it won’t compel them into taking that final leap of faith. Speak directly to clients’ emotions through engaging vocabulary.

Visual Appeal
A landing page full of single-space, black and white font definitely doesn’t seem like something interesting to read. Instead, be aware of the content you utilize in your landing page, and how visually appealing it is to visitors. Eye-catching images and impactful videos can say a lot more than full paragraphs worth of text. Pair these with some colors that pop or interesting fonts, and you can take your landing page to the next level—while still maintaining a clean design.

Call to Action
Finally and most importantly, you want landing pages visitors to do something when they visit. This is where the call to action comes in. Your call to action should be big, bold and clear. Create a prominent button that users can easily see and click, with messaging that feels inviting. Think of your CTA button as an “I want to…” button. For example, no one wants to “Submit.” But, people might want to “Join our team!” Strong, clear and fun CTAs can be the ultimate difference between a bounce and a lead-conversion for your landing page.

Marketing strategies matter for businesses, and landing pages are no exception. With their targeted approach and calls to action, landing pages help drive greater lead conversions for new and prospective clients. Next time you draft up a landing page, use some of these tips to help get the best results and grow your business.

Privacy Policy

What Information Do We Collect?
When you visit our website you may provide us with two types of information: personal information you knowingly choose to disclose that is collected on an individual basis and website use information collected on an aggregate basis as you and others browse our website.

Personal Information You Choose to Provide
We may request that you voluntarily supply us with personal information, including your email address, postal address, home or work telephone number and other personal information for such purposes as correspondence, placing an order, requesting an estimate, or participating in online surveys.
If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received by mail and telephone.

Website Use Information
Similar to other websites, our site may utilize a standard technology called "cookies" (see explanation below, "What Are Cookies?") and web server logs to collect information about how our website is used. Information gathered through cookies and server logs may include the date and time of visits, the pages viewed, time spent at our website, and the sites visited just before and just after ours. This information is collected on an aggregate basis. None of this information is associated with you as an individual.

How Do We Use the Information That You Provide to Us?
Broadly speaking, we use personal information for purposes of administering our business activities, providing service and support and making available other products and services to our customers and prospective customers. Occasionally, we may also use the information we collect to notify you about important changes to our website, new services and special offers we think you will find valuable. The lists used to send you product and service offers are developed and managed under our traditional standards designed to safeguard the security and privacy of all personal information provided by our users. You may at any time to notify us of your desire not to receive these offers.

What Are Cookies?
Cookies are a feature of web browser software that allows web servers to recognize the computer used to access a website. Cookies are small pieces of data that are stored by a user's web browser on the user's hard drive. Cookies can remember what information a user accesses on one web page to simplify subsequent interactions with that website by the same user or to use the information to streamline the user's transactions on related web pages. This makes it easier for a user to move from web page to web page and to complete commercial transactions over the Internet. Cookies should make your online experience easier and more personalized.

How Do We Use Information Collected From Cookies?
We use website browser software tools such as cookies and web server logs to gather information about our website users' browsing activities, in order to constantly improve our website and better serve our users. This information assists us to design and arrange our web pages in the most user-friendly manner and to continually improve our website to better meet the needs of our users and prospective users.
Cookies help us collect important business and technical statistics. The information in the cookies lets us trace the paths followed by users to our website as they move from one page to another. Web server logs allow us to count how many people visit our website and evaluate our website's visitor capacity. We do not use these technologies to capture your individual email address or any personally identifying information about you.

Notice of New Services and Changes
Occasionally, we may use the information we collect to notify you about important changes to our website, new services and special offers we think you will find valuable. As a user of our website, you will be given the opportunity to notify us of your desire not to receive these offers by clicking on a response box when you receive such an offer or by sending us an email request.

How Do We Secure Information Transmissions?
When you send confidential personal information to us on our website, a secure server software which we have licensed encrypts all information you input before it is sent to us. The information is scrambled en route and decoded once it reaches our website.
Other email that you may send to us may not be secure unless we advise you that security measures will be in place prior to your transmitting the information. For that reason, we ask that you do not send confidential information such as Social Security, credit card, or account numbers to us through an unsecured email.

How Do We Protect Your Information?
Information Security -- We utilize encryption/security software to safeguard the confidentiality of personal information we collect from unauthorized access or disclosure and accidental loss, alteration or destruction.
Evaluation of Information Protection Practices -- Periodically, our operations and business practices are reviewed for compliance with organization policies and procedures governing the security, confidentiality and quality of our information.
Employee Access, Training and Expectations -- Our organization values, ethical standards, policies and practices are committed to the protection of user information. In general, our business practices limit employee access to confidential information, and limit the use and disclosure of such information to authorized persons, processes and transactions.

How Can You Access and Correct Your Information?
You may request access to all your personally identifiable information that we collect online and maintain in our database by emailing us using the contact form provided to you within the site structure of our website.

Do We Disclose Information to Outside Parties?
We may provide aggregate information about our customers, sales, website traffic patterns and related website information to our affiliates or reputable third parties, but this information will not include personally identifying data, except as otherwise provided in this privacy policy.

What About Legally Compelled Disclosure of Information?
We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights.

Permission to Use of Materials
The right to download and store or output the materials in our website is granted for the user's personal use only, and materials may not be reproduced in any edited form. Any other reproduction, transmission, performance, display or editing of these materials by any means mechanical or electronic without our express written permission is strictly prohibited. Users wishing to obtain permission to reprint or reproduce any materials appearing on this site may contact us directly.

Terms & Conditions

Return/Refund Policy

Refunds are returned using the original method of payment. If payment was made by credit card, your refund will be credited to that same credit card. Please contact us to discuss any necessary return or refund.

Delivery Standards

Orders are shipped by UPS, FedEx, USPS, or private courier. We will alert you to the planned shipping method and timeframe. If a tracking number is provided by the shipping carrier, we will update your order with the tracking information.